Moving from Influence traffic to PWA: what’s driving webmasters to change approaches

Trends in affiliate marketing are constantly changing. Sometimes the most relevant trends become unnecessary. Instead, trends that had previously remained in the shadows come to the forefront. Today, an interesting phenomenon is taking place: the focus is shifting from schema/Influence traffic to PWA applications. We suggest exploring the reason for this change and finding out how long it can be effective.

Evolution of change: how did schema traffic replace influencer referrals?

Schema traffic is a trigger that has existed since the advent of affiliate marketing. The evolution of the development looked something like this:

Seamless “direct” marketing

Initially, schema traffic was used to promote dubious gambling projects. A simple promise of money and an uncomplicated but motivating picture - currency, a cell phone and the inscription “Thank you for winning!” worked. In most cases, the scheme worked well.

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“Dream Tote” Project

Later, circuit traffic began to move to a higher level. Gamblers were offered modern games like “Crazy Monkey”. For a while, the approach brought its dividends, but soon became obsolete. People quickly realized that such games are a scam and a high risk of losing money for nothing.

Personalized Influencer Traffic

Webmasters realized that they needed an Influencer - an idol who would lead the audience. The project became more personalized. There appeared a real person, usually an actor, with whom you could chat. He gained the trust of the audience, filmed clips, shared his life hacks, posted stories on social networks, and communicated by voice. This trend proved to be a big winner and generated a lot of revenue. Advertising revenue helped to generate a high ROI.

Problems of webmasters in 2023: Why Influencer Marketing is “down”?

In 2023, webmasters faced a number of difficulties. The following phenomena were observed in the sphere of Influencer traffic:

• there are many videos with famous personalities and cases with high ROI on the internet;
• at the same time, affiliate programs that started to work with schema and Influencer traffic reached the peak of popularity
• first-timers suddenly became active. Together with webmasters, they were filling the advertising feed of potential clients. Bills reached extremely high values.

Traffic was overloaded with advertisements, questionable projects, which drove away the audience. Influencer traffic was losing ratings due to low trust. The result was disappointing - over the year, lead processing became more complicated, and the cost of advertising increased many times over.

The low level of popularity among the audience led to the deterioration of traffic quality. Managers tightened requirements and blocked unreliable sites more often. Traffic from webmasters became unprofitable. The payback rate of affiliate programs decreased, and payments decreased along with them.

Why did PWA apps become the trend of 2024?

Webmasters used to making money on gambling didn't want to move to other verticals - commodity or gut. But Influencer traffic required a lot of effort, no one wanted to spend time working with sales funnels. The idea of betting on PWA applications came up. It worked and allowed to bring the gambling industry out of the crisis.

Why PWA-applications were chosen:

1. If you run traffic on regular apps, you can get banned right away. Unblocking takes time and is expensive.
2. Run traffic to a direct casino link - not a profitable option with a low conversion rate. The number of clicks - with excess, registrations and deposits - very few.
3. PWA-apps are the best way out of the situation. They are easily installed on the phone, not blocked, quickly downloaded.

Benefits of a PWA application

Webmasters are increasingly turning to PWA apps due to benefits such as:

• customization of push notifications. Short promotional texts bring benefits, help to increase the number of deposits and registrations, improve the quality of traffic. The main condition is to set up push notifications correctly and write an accurate text with motivation;
• technical simple technique. Even a beginner can cope with push notifications;
• comfort for users. Google statistics showed that for 50% of users, buying on the site is much more convenient than in an app.

Conclusion

The shift in focus from schema/influencer traffic to PWA applications is a testament to how webmasters can react quickly to dramatic changes in market conditions. A quick search for solutions led to the choice of PWA applications to attract traffic. The idea paid off and brought the industry out of the crisis. The apps became an alternative substitute for scheme floods on Telegram. At the moment, they are considered the best alternative. These trends are predicted to fade over time as well. Then new solutions will be needed, which will definitely be found in order not to lose ratios in ROI and to keep profits from run traffic.